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Where a complex platform meets human simplicity

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It was meant to feel as intuitive as using an iPhone. This bold ambition marked the starting point of DACHSER’s journey to rethink the digital customer experience.

Digital platforms have become the heart of the customer relationship, even in industries that weren’t born digital. Yet many companies still think in features and systems. DACHSER, together with Ray Sono, chose a different path: radical user centricity.

Regina Puls, Principal Strategy Consultant at Ray Sono, shares how Ray Sono helped logistics leader DACHSER turn complexity into clarity and why this approach offers a blueprint for other industrial players ready to rethink customer experience:

When we started talking about relaunching the DACHSER customer portal in 2021, it quickly became clear that the market was changing fast. Digital-first forwarders were redefining what customers expected: intuitive platforms, real-time transparency, seamless UX. Meanwhile, DACHSER’s service experience varied across business units – Road Logistics had a portal, as did Air, but at the same time Air & Sea still relied on traditional booking channels.

We knew we had to shift the focus from systems to users. But this shift didn’t happen by chance. DACHSER made a conscious decision to think differently, work differently and build something that truly fits today’s expectations of logistics.

The tech was evolving. Our customers were evolving. And so were we. We didn’t just need a new platform. We needed to rethink how we deliver value in a digital world.
Lars Relitz
Head of Corporate Digital Innovation & Development
DACHSER

Started as a customer platform. Became a lighthouse project.

For Lars Relitz, DACHSER’s Head of Corporate Digital Innovation & Development, the goal was clear from day one: It should feel as simple and seamless as using an iPhone. He led the transformation from within and together with the teams at DACHSER and Ray Sono, we turned that ambition into something real.

The result? A single source of truth. One digital platform, bringing together everything that matters: booking, tracking, emissions, communication. All in one place. Built for real use. DACHSER in your pocket.

What started as a service redesign became a lighthouse project for DACHSER’s broader digital transformation – embedding capability across teams, connecting tech and business and setting a model for scaling digital ownership from the inside out.

In our conversation, we unpacked what it really took: sharp decisions, shared moments and a mindset shift that made it stick.

What was different. And made it successful.

We didn’t start with systems. We started with real use: in the DACHSER branches and offices, warehouses and logistics departments of customers – speaking directly with those who manage logistics daily. Understanding came first; everything else followed from there.

Co-creation only worked because we shared ownership. No outsider roles, no handovers – just shared responsibility and decisions made together in real time.

And legacy? It is not a blocker. It’s the reality and the starting point. You work with what’s there, shaping it step by step into something that brings structure, clarity and momentum where it matters most.

We’re proud of how fast we scaled together as a team, and even prouder that by 2026 over one-third of DACHSER’s customers can use the new platform in their daily operations.

A young woman with shoulder-length brown hair and a friendly smile stands in a modern, well-lit office. She is wearing a beige blazer over a black top and a delicate necklace. The background features a glass wall with reflections of an open workspace. She looks directly into the camera with a confident and approachable expression.

About Regina

Regina Puls Principal Consultant Strategy at Ray Sono, brings transformation to life – with strategic depth, hands-on drive, and a clear eye for what matters. With deep expertise in complex industrial settings, such as transport and logistics, she helps organisations tackle complex change with confidence and clarity. Regina transfers industry insights across sectors, always focused on user needs, feasibility, and results that last: not just on paper, but in the real world.

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